Behind the Design: The Power of Storytelling in Modern Design

The art of storytelling applies to any communication or connection created to engage an audience. We've known its impact since the beginning of time, as storytelling has always been a fundamental means of communication. The evolution of storytelling from person-to-person narratives throughout history has shaped the technological and business communications we use today. We take these stories and apply them to visuals that support the narrative and connect with the audience. Without powerful and enticing visuals, integrated marketing communications may lack impact.

Many believe that design and marketing are the same, yet they are not. The two work hand in hand to create a final product that reaches target audiences. Storytelling is integrated into both design and marketing, as they collaborate to achieve planned engagement. Graphic design, in particular, can help captivate audiences and create emotional connections.

Using elements such as typography and color theory, the emotions attached to a design can be influenced to benefit the marketer. In movies and ads, we see that warm tones indicate excitement, while cool tones convey a more serious and trustworthy mood.

Color has a huge impact on the emotions that engage viewers. Consistency is another visual element that consumers look for when developing trust in a brand. Audiences seek cohesive brand images and visuals across all platforms, leading to strong brands like Nike and Adidas. Reliability in visuals and brand messaging, along with a consistent story and brand image, develops a strong relationship between the audience and the brand.

Storytelling is a compelling and memorable concept applied in every aspect of our lives. We tell stories to our children and friends, and brands do the same in their image. We see companies thrive because of the stories they tell to address the needs of their target audiences.